IT’S TIME TO

YOUR SCHOOL’S MARKETING STRATEGYTRANSFORM

Meet Our Team

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Stewardship/ Development,

succession planning, board

development

Education / Board Leadership,

board training, personnel issues,

facility optimization

Enrollment Growth, Retention

Strategy, Inbound Marketing,

Social Media MarketingRalph Cochran

Dr. Sandy Outlar

Mr. Harold Naylor, Jr.

AGENDA

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1. Prospective Parent Buying Behavior Has Changed

2. How We Market Our Schools Needs to Change

3. Proposed Transformation Plan

AGENDA

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1. Prospective Parent Buying Behavior Has Changed

2. How we Market our Schools Needs to Change

3. Proposed Transformation Plan

HOW IS THAT WORKING FOR YOU?

STOP INTERRUPTING ME!

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WHAT IS TRADITIONAL “OUTBOUND” MARKETING

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SPRAY AND PRAY MARKETING

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&

A MAJOR CHANGE HAS OCCURED?

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“I think the most telling stat in this

power shift is that prospects have

made about 60% of their buying

decision before talking to a sales rep,

according to Corporate Executive

Board.

The buyer is more than halfway sure

whether or not they're going to be

your next customer based solely on

information they've discovered

online.”

Brian Halligan CEO Hubspot

THE SHIFT HAS CHANGED

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PROSPECTIVE PARENTS KNOW

MORE ABOUT YOU SOONER THAN YOU MAY REALIZE

THE WAY CONSUMERS/PARENTS SEARCH?

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▪ Problems/issues

questions

▪Cost/price questions

▪ Versus/Comparison

questions

▪ Review-based

questions

▪ Best of questions

AGENDA

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1. Prospective Parent Buying Behavior Has Changed

2. How we Market our Schools Needs to Change

3. Proposed Transformation Plan

WHAT IS THE NEW YELLOW PAGES?

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COMPARISON

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HOW SEARCH WORKS?

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SO HOW DO YOU GET HERE?

WHAT IS THE GOAL

OF GOOGLE SEARCH?

FACT: 75% OF SEARCHES DO

NOT CONTINUE BEYOND FIRST

PAGE OF SEARCH RESULTS

(SERP)

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CONTENT IS KING

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BLOGGING WORKS

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CASE STUDY- BEFORE & AFTER INBOUND

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CASE STUDY: ORGANIC SEARCH DOUBLES

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AGENDA

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1. Prospective Parent Buying Behavior Has Changed

2. How we Market our Schools Needs to Change

3. Proposed Transformation Plan

INBOUND MARKETING AT A GLANCE

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The Buyer Persona Journey - Connecting the Dots

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This should be ournew marketing mix.

• “Permission”-based

•Avg response rate 20-50%

• “Interruption”-based

• Avg response rate: 1-5%

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Make stuff people want.

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START CREATING/PUBLISHING CONTENT THAT IS

HELPFUL & VALUABLE TO OUR CUSTOMERS:

• FAQS

• HOW-TO’S

• EBOOKS

• VIDEOS

• BLOG!

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Be generous.2

• THE MORE WE GIVE, THE

MORE

WE’LL GET

• INCREASE #

OF PAGES

& INBOUND LINKS

• BUILD TRUST, CREDIBILITY,

& GOOD WILL

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Rock our keywords.

• GET ON PAGE 1!

• DOUBLE TRAFFIC

• CUT PPC SPENDING IN HALF

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Give great directions.

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• CREATE RELEVANT LANDING

PAGES

• CLEAR CALLS TO ACTION

• COMPELLING OFFERS

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Invest wisely.5

“IF IT DON’T MAKE DOLLARS, IT DON’T

MAKE SENSE.”

9 MONTH GOALS:

• Double web traffic

• Double web leads

• Website Grade above 70

• REPEAT!

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NEXT STEPS

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• EDUCATE YOURSELVES

• INBOUND MARKETING BY BRIAN HALLIGAN

• STAY CONNECTED

• ADVANCE CHRISTIAN SCHOOL BLOG

• SCHOLA BLOG

www.schoolinboundmarketing.com

A GIFT FOR YOU!

FREE NEWLY RELEASED

E-BOOK WILL BE

EMAILED TO YOU

QUESTIONS:

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THANK YOU!